Tell us about the technology adoption trend in the market ?

The adoption trend of technology is not uniform everywhere, nor is the evolution of many telecom standards, it varies from region to region. We introduce new products considering the specific requirements of various markets. This helps us match the very specific requirements of end customers. That’s the ideal path we are following and it has delivered us results in the form of good business.

VoIP as a technology is not taking off, what is the present status of VoIP market in India?

After a decade of VoIP technology introduction, VoIP market is now growing slowly in India. Organizations are now understanding the benefits of IP and showing inclination towards IP as an alternative to their existing telecom infrastructure for more optimum and efficient utilization of their resources. VoIP in India is growing gradually, and possesses great future prospects. Low call-rates as compared to conventional telephony and increasing Internet penetration are set to drive growth of the VoIP-based services in India. The VoIP market is expected to change the dynamics of the Indian telecom industry once the necessary regulatory changes are in place.

How Matrix is positioned in the VoIP market?

Matrix Comsec is a leading manufacturer of VoIP products for business communication, including a range of VoIP ATAs, VoIP Gateways, IP Phones, IP-PBX etc. We are the only Indian telecom company to manufacture all products in India itself. Matrix’s position in VoIP market is proved by the continuous growth in its IP products portfolio and its growing market share in VoIP market. The major share of Matrix customer base is shared by SMBs and SMEs in manufacturing units, financial institutions, SOHO, retail stores, call centers, educational institutes, government offices and utility sectors. In addition, Matrix is also established as the preferred supplier for small and large sized hotels.

What kind of advantages the Matrix offers over the competition and established brands?

Matrix has a wide range of VoIP products for business communication, including a range of IP-PBX, IP phones, VoIP gateways and ATAs. We have always thought beyond following competitors and have researched and worked in introducing products as per end-user’s needs.

Our products offer quality and reliability, comparable with all well established players in the market. All Matrix solutions are ‘more in a box’ solution with no hidden cost and high customer value for money. With wide spread network of channel partners, strong marketing team and qualified technical support, we offer cost-effective and quick pre/post-sales support.

With continuous technological advancement in our product portfolio and incorporating latest features and functionalities, we provide solutions to our customers that can help them to optimize their business processes and strengthen them to compete in the global market.

Being an Indian brand what are the positive points of Matrix?

Being an Indian based company, we understand the exact market requirement of India. Our products and features are designed to meet the requirements of Indian customers. Customers get opportunity for direct communication and grievance redressing opportunities with manufacturer itself. We, at Matrix Comsec are always focused on providing world class communication solutions to Indian enterprises, to help them compete at the global platform.

Matrix has already placed itself as a strong player of business communication systems for SMBs and SMEs, holding a significant share in domestic market. Now, we are focusing on creating a strong channel base under IT and Networking, for promoting our IP and GSM range of gateways. With trust and reputation already created by world class business communication systems, Matrix finds it easy to penetrate into the Indian Market.

What is your present practice in terms of channel engagement?

Matrix already has a strong and well established network of 550 and above channel partners across the globe. We believe in quality relationship with our channel partners for progressive growth of company.

Further, to focus on the market opportunity offered by booming VoIP technology, Matrix has diversified its channel base into a separate vertical of IT and Networking. We are engaging IT networking partners, SIs, IT consultants etc., to work more closely with us in the new vertical.

All our certified channel partners are offered simplified access to various resources, marketing programs and sales and technical training programs. They get various marketing and pre/post-sales support from Matrix to enhance their product knowledge, which in turn, brings development, profitability and brand visibility to Matrix.

How are you empowering and incentivizing the partners?

Channel partners play a crucial role between Matrix and end-customers. It is important to build a quality relationship with them to bring profitable, encouraging and progressive results.

We provide various benefits and incentives for an inimitable partnership, flexible enough to match their business plans. We offer various performance based incentives, monthly sales incentives, quarterly consistency incentives as rewards for their progressive growth.

Additional incentives on Early Order Placement are also offered to ensure timely material availability, which in turn ensures on time delivery to customers. Special schemes for service provider business and government business are also offered to motivate the channels.

What kind of growth are you seeing in the SME adoption of VoIP technology?

Small and medium enterprises play a vital role in the sustainable growth of Indian economy. Indian SME sector has evolved as the largest customer pool for global companies forcing them to come up with specialized products for SMEs. We have examples of global brands launching specialized SMB product for India in recent time. All these market dynamics point towards the tremendous growth opportunities present for SMBs and SMEs in India.

As the trend is towards hosted PBX services, distributed office architecture and teleworking is increasing, the requirement of VoIP among SMEs for business purpose is also expected to accelerate.

Matrix with a wide range of VoIP products for business communication, including range of VoIP ATA, VoIP gateways, IP phones, IP-PBX etc., is well positioned to acquire the major chunk of these markets.

What kind of business traction are you seeing in your VoIP business?

Projection of VoIP growth is optimistic. Enormous cost advantages and feature flexibility of VoIP are set to bring tremendous growth in India’s VoIP market. With continuous increment in VoIP adaption rate, VoIP businesses are expected to change the dynamics of telecom industry.

With wide range of IP products blended with latest technological features and functions, Matrix is geared up to suffice the growing need of VoIP based business communication requirements.

What kind of engagement you have with the service providers?

We have tie-ups with leading Indian service providers like Airtel, Tata, MTS and others, to offer ISDN PRI trunking solutions across the country, and meet their customer requirements. With various schemes and special prices, we enjoy around 30% -40% of revenue share from this segment.

For promoting various IP products ranging from terminals, VoIP ATAs, gateways to IP-PBX in service provider segment, we are continuously involved in interoperability testing with various SIP trunking solution partners world-wide. This ensures end-users with complete compatibility and broad set of choices while deploying Matrix IP products.